My clients often ask me to explain why they aren’t seeing the sales they want. Well, I’ve studied enough sales strategies of numerous fashion brands to say this: you’re unintentionally killing your sales in business.
Your website drags you down
In the year of 2017, having a well-built and sophisticated website for your fashion brand (+ well-planned social media campaign) is e.v.e.r.y.t.h.i.n.g not only for your brand reputation but also sales.
Hey, bad news is this – if you’ve created a simple website and occasionally post something on social media, no one will want to buy your stuff. Sad but true.
It will take some time (and finances) to build a website that truly helps you SELL your products. You’ll have to hire a team of professionals who will regularly update your website’s content and keep it fresh and trendy.
Social media linking, blogging, SEO, brand awareness, imagery, product descriptions – all of these things are vital factors to consider when working on your own website.
You’re having too many discounts too often
Although that might seem like the perfect strategy to attract customers and boost sales, it actually makes you look desperate for attention.
Having sales and promos too often, or putting everything 50% off on a quarterly basis is no good strategy for sales. Make discounts special – something for your customers to look forward to.
You’re afraid to sell
It happens with many (practically all) designers – they are afraid to sell. I’m seeing this constantly: designers don’t think some of their pieces are worthy, and they underestimate their fashion business.
To always stay on the right track, remind yourself these things when you’re feeling afraid to sell:
- Your products are useful to the customer for this and that reason.
- You started your fashion business for a reason.
- If people are buying clothes from (*insert the name of your rivaling brand here*), why wouldn’t they buy my stuff?
These 3 things are very damaging to sales strategies of so many aspiring brands out there. Don’t make those mistakes!
As a fashion consultant, I know quite a few tricks to increase your online fashion sales in an instant.
However, whenever my clients ask me to outline key steps to boosting your sales, my response is: “Let’s improve the way you present your products to customers.”
When you’re walking around a physical fashion store of a prestigious fashion brand, you can clearly see that this brand has invested heavily on making its displays attractive.
In fact, each of these brands make each of their products MATTER. And so should you, even if you’re selling only online.
The key to selling fashion products on eCommerce websites is to learn how to communicate visually with your customers to not only engage them, but also make them want to try your products on.
Since in order to try on a product you see on an online website you have to buy it, you need to convince your potential customers that this particular product will look absolutely stunning on them.
Take your camera, and…
The best way to do it is through detailed description of the product as well as multiple photos of the products from all angles, including its sewing and other little details.
You need to convince your customers about the product value. That’s why I encourage you to feature close-up shots of the following: fasteners (buttons, hooks, etc.), material of the fabric (make sure your camera is Full HD), stitching and seaming, logos and emblems and brand tag.
These details – they may seem insignificant – but if you pay attention to such seemingly insignificant and little details, your online fashion sales will pay off.
Description matters, too
As for the description, you need to describe each and every of your items with an eye-catching not-very lengthy text, which will not only provide all the relevant information about the product but also convince your customers why they would benefit from having this particular item in their wardrobe 
Johnny Fadlallah, October 9, 2016